Marketing Campaign for Divine Restaurant Coffee Bar

This assignment discusses the marketing campaign for Divine Restaurant Coffee Bar, including objectives, measurement of success, campaign plan, and communication channels. The primary objective is to bring awareness about the restaurant in the market. The plan formulated by the company for the promotional segment must be clear and definite to target the right audience. The communication channels used are Facebook, Instagram, Twitter, YouTube, and Website. The effectiveness of the promotional aspect for the company is extremely dependent upon the techniques and ideologies opted by the companies. Subject: Business Management, Course Code: BMP4004

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Table of Contents
INTRODUCTION ..............................................................................................................................3
Campaign objectives .......................................................................................................................3
Measurement of success..................................................................................................................3
Campaign plan ................................................................................................................................4
Communication 1: Facebook .....................................................................................................4
Communication 2: Instagram.....................................................................................................4
Communication 3: Twitter .........................................................................................................5
Communication 4: YouTube ......................................................................................................5
Communication 5: Website ......................................................................................................5
Reflection on Campaign .................................................................................................................5
CONCLUSION ...................................................................................................................................5
REFERENCES ...................................................................................................................................5

INTRODUCTION
The promotional aspect of any business is in regards to the marketing strategies that is
being adopted by a company in respect to the efficiency it provides to the company (Al-Shaikh,
2022). The idea behind this strategy is to advertise the product into the market to deliver the
actual idea and conception behind the product or the services. This particular assignment is based
upon the introduction of a marketing campaign for the promotion of the newly established
restaurant known as the Divine restaurant coffee bar, with a vision to encourage the essence of
varied regions under one roof. The cuisine is designed in such a manner that it has the significance
of different cultures. The campaign through various modes of digital platforms will thereby be the
highlight of the study.
Campaign objectives
The primary vision of Divine restaurant coffee bar is to bring awareness about the
restaurant in the market. The ability to communicate in an effective and and efficient manner is
the elementary objective of the company. The modes that will be used by the Divine restaurant
coffee bar, in order to promote the brand in a conveying and a compete manner will thereby be
utilized. The information provided to the customers, regarding the services provide to them will
be clear and accurate (Anning-Dorson and et. al., 2022). Any kind of compromise in respect to the
integrity of the customers or the employees will not be considered. The price offered to the
customers will be according to the substance and core it withholds.
Measurement of success
The determination of the correct path of promotional aspect will eventually result in the
measurement of the desired outcomes. The achievement in respect to the goals that are
ascertained by the company will be evaluated on the basis of the customer satisfaction. The
dining experiences has to be perfect and wonderful in order to grab the best out of the deal
offered by the Divine restaurant coffee bar to their customers. The loyalty of the base of the
customers must be enhanced in order to function in a profitable manner (Cross and Carbery,
2022). Thus, the standards must be maintained to succeed in the market. The volume of the sales

must be compelling enough in order to sustain in the market for a longer period of time.
Campaign plan
The plan formulated by the company for the promotional segment must be clear and
definite to target the right audience. This can be done through the utilization of AIDA model by
Divine restaurant coffee bar. The channel that will be chose by the company must be effective
enough to publicize the company in an effective manner. The approach must be in accordance to
the needs and desires of the Divine restaurant coffee bar. This can be done through the usage of:
 Direct marketing – The reinforcement of the adverts to they customers to compel them to
visit.
 Sales promotions – The reflection of the display in the stores to promote the restaurant in
order to capture the varied segments of the society (Dorado, Cabrera and Rolón, 2022).
 Digital marketing – The utilization of the digital platforms that will be discussed in the
coming segment of the report
 Public relations – The campaigning of the Divine restaurant coffee bar, through a personal
approach.
Communication 1: Facebook
The utilization of a suitable mock page through the Facebook can help the marketing team
of Divine restaurant coffee bar to promote the restaurant in an exclusive manner The publicity of
the company through the posts that can be shared online, will help in reaching out to the
customers and form a base in the marketplace (Grewal, Meyera and Mittal, 2022). This can help in
accelerating the pace of the organic reach pf the customers. The right audiences can be targeted
through this communication channel. The access to the analytical view through the optimization
passage will thereby help the Divine restaurant coffee bar to take significant steps in the future.
Communication 2: Instagram
Another important path of promotion is to utilize the base of Instagram to advert the
company in an executable manner. The highlights and stories uploaded by the customers of the
Divine restaurant coffee bar can help in the same. This will definitely prove to be an aid for the

publicity of the company. The food bloggers operating in the medium can thereby help in sharing
the relevant information to the targeted audiences of the restaurant. The AI working the digital
platform can benefit the company in a huge sense. The mechanisms performing in the Instagram
segment the correct and the most appropriate audience and reach out to the base in an effectual
manner.
Communication 3: Twitter
Divine restaurant coffee can post the images of the services of food and beverages which
are offer by them to their customers along with the attractive captions. In addition to this, they
also conduct the celebrity endorsement within which they promote their excellent offering and
services. Along with this they also develop the creative blogs on the Twitter account in which they
highlights the extra benefits which they give to their customers. With the help of Twitter, the
Divine restaurant coffee can effectively paid focus on the interest of the target audience in order
to attain the objectives of the campaigns (Hubina and Chan, 2022). The post not only contain the
images of the food and beverages with the celebrity but also contain the link of the Divine
restaurant coffee official website.
Communication 4: YouTube
Divine restaurant coffee use the YouTube to promote the company food and beverages
through digital advertising in order to attract large base of customers. An attractive advertisement
is develop with excellent images of restaurant and their dishes which attract the customers and
develop an interest to experience the food of restaurant. The official link of the company website
is also shown in description form where customers can book the tables. With the help of this
medium desire of the customers can easily access.
Communication 5: Website
Divine restaurant coffee will use its official websites for the action stage of the AIDA. They
share the images of the restaurants, foods, beverages, interior and many more on their websites
along with the menu card of the restaurant (Kennedy, A.M. and Kapitan, S., 2022). All the
information related to the food and beverages are also being shared on their websites with full
transparency which develop interest in the individuals and instigate them to take the action so
that objectives of the campaign can be effectively attain.

Reflection on Campaign
The effectiveness of the promotional aspect for the company is extremely dependent upon
the techniques and ideologies opted by the companies.. The value of the digital marketing must
be considered by the emerging and as well the the already established and reputed names in the
market to effectually apply the certified models for the enhancement of their respective
businesses (Majeed, M., 2022). These imperative benefits that can prove to be an aid to Divine
restaurant coffee bar are:
Access - The media platforms chosen in the study, is actually accessible by the overall citizens of a
county. This helps in reaching out to the targets of the segment in the society.
Flexibility – The usage of the varied forms of applications makes it a certain option which thereby
is flexible in terms of the social media posts.
Expansion – The provision to make an appeal in the market through establishing a presence in the
market helps in the expansion of the company to different regions of the society.
Interactivity – The stipulation of the formation of a viable communication channel is indeed an
useful tactic of the interface. This helps in building a reputation in the market (Rauschnabel, P.A.,
and et. al., 2022).
The welfare accrued from the employment of the digital marketing platforms can further
be elucidated in terms of why to opt for the same:
 The costs incurred upon the optimization techniques helps in generating sustainable
profits in the market.
 A great means for the ones who prefer to access the market over the mobile phones and
other devices.
 A chance given to the company to have a significant conversation with the social media
influencers in order to grab the attention of the customers.
The befitting usage of the AIDA model can also help the organization to sustain a
influential position in the market (Roy, N. and Gretzel, U., 2022). The perspectives present in the
structure of the model helps in the cognitive stages of the marketplace. This helps in generating
awareness among the customers in respect to their interests and desires. This can influentially
help the Divine restaurant coffee bar to drawn a comprehensive plan of action for the
promotional aspect of the restaurant.

It's no longer a relationship strictly between the purchaser and the institution since
societal media has prolonged it to achieving the assorted goals of AIDA, enabling the company to
acquire useful information that is added by other customers through the medium of social
networks and communities. The acronym AIDA stands for:
Awareness – The creation of the affiliation with the services or the products offered by the
company.
Interest – The generation of the interest in respect to the benefits and perks provided by the
establishment to the customers (Tsui, A.S. and McKiernan, P., 2022).
Desire – The building of a connection between the company and the customers is necessary for
the enhancement of the personality of the brand.
Action – the final objective of the campaign is to drive the action of consumer into the purchase
of goods and services.
Illustration 1: AIDA model

CONCLUSION
An inference can thereby be made that the marketing strategies utilized by the
companies can effect the positioning of the establishments in an impelling manner. The
advertising and the promotional facets outlined by the ministration is thereby the
imperative part of the facility. The channel used for the publishing must be analyzed and
well researched in order to snatch the attention of the right audience. The product or the
services launched in the marker requires an exclusive attention at the very beginning and
this particular task must not be ignore in order to establish a successful implementation of
the strategy.
REFERENCES
Books and Journals
Al-Shaikh, M.E., 2022. IDENTIFYING THE GAPS IN ENTREPRENEURIAL MARKETING
CURRICULUM. Journal of Entrepreneurship Education, 25, pp.1-32.
Anning-Dorson, T., and et. al., 2022. Introduction to Marketing Communications in
Emerging Economies: Conceptual Issues and Empirical Evidence. In Marketing

Communications in Emerging Economies, Volume II (pp. 1-9). Palgrave
Macmillan, Cham.
Cross, C. and Carbery, R., 2022. Organisational Behaviour. Bloomsbury Publishing.
Dorado, P., Cabrera, S. and Rolón, G., 2022. Contemporary difficulties and challenges for
the implementation and development of compressed earth block building
technology in Argentina. Journal of Building Engineering, 46, p.103748.
Grewal, R., Meyer, R. and Mittal, V., 2022. Education and Marketing: Decision Making,
Spending, and Consumption. Journal of Marketing Research, 59(1), pp.1-10.
Hubina, M. and Chan, F.S., 2022. Communicating the sacred: varieties of religious
marketing. Peter Lang.
Kennedy, A.M. and Kapitan, S., 2022. Marketing ethics, ethical consumers, and ethical
lapses.
Majeed, M., 2022. Green Marketing Communication and Consumer Response in
Emerging Markets. In Green Marketing in Emerging Economies (pp. 43-73).
Palgrave Macmillan, Cham.
Rauschnabel, P.A., and et. al., 2022. What is augmented reality marketing? Its definition,
complexity, and future. Journal of Business Research, 142, pp.1140-1150.
Roy, N. and Gretzel, U., 2022. Marketing Gastronomic Tourism Experiences as Luxury. In
The Emerald Handbook of Luxury Management for Hospitality and Tourism.
Emerald Publishing Limited.
Tsui, A.S. and McKiernan, P., 2022. Understanding scientific freedom and scientific
responsibility in business and management research. Journal of Management
Studies.